This is my collection of marketing strategies, campaign plans, and brand positioning work I’ve developed. While some originated as academic projects for my master’s degree, each represents real strategic thinking applied to actual business challenges—from repositioning established brands to launching new product lines.

Integrated marketing campaign: Banbury Cross Donuts

I developed a full-funnel marketing strategy for Banbury Cross Donuts, a local brand facing stagnation in a competitive market. This wasn’t a theoretical exercise—it required primary consumer research, competitive analysis, and a data-backed plan to shift brand perception and drive measurable growth. The deliverables include a comprehensive marketing plan, pitch deck, original consumer research, and a complete brand kit designed to reposition the brand as a premium local player.

Final plan

Pitch deck

Market research

Brand kit

Product extension strategy: Gameflix by Netflix

A complete go-to-market plan for a hypothetical Netflix gaming platform. Includes product positioning, brand and creative guidelines, competitive landscape analysis, and a phased launch strategy. This explores how Netflix could use their content IP and recommendation engine to enter the gaming space without cannibalizing their core streaming business.

Campaign strategy: Flipz

A repositioning campaign designed to reclaim lapsed customers and position Flipz against healthier snack competitors. The strategy focused on differentiating in a crowded category by leaning into Flipz’s unique value proposition—indulgence without compromise. (In hindsight, I’d dial back the brand color saturation, but the strategic foundation holds up.)

Brand repositioning: The Parks Hotel

Collaborated on a repositioning strategy for The Parks Hotel, a 5-star boutique chain struggling to differentiate in a commoditized luxury market. My focus: extracting actionable insights from guest data, restructuring the portfolio strategy to emphasize distinctiveness, and establishing consistency standards across touchpoints. (Note: This version predates final copy edits, but captures the strategic architecture.)

Brand campaign: Facebook

Developed a campaign concept addressing Facebook’s trust deficit and cultural perception problem. The brief: generate a big idea that could credibly shift sentiment. Our approach tackled the issue head-on rather than sidestepping it—acknowledging the problem to rebuild credibility.